On Tuesday, February 25, 2025, the Anteros Arts Foundation in Norwich buzzed with energy as food and drink enthusiasts gathered for "Shelf-life: Stand Out and Stand for Something."
This collaborative event, orchestrated by Tastebuds Collective and Brandland, with generous sponsorship from Connected Innovation, was a resounding success, selling out and filling every seat. Even the staff running the event didn't have a seat, and leaned on the doorframe!
The event commenced with a warm welcome, setting the stage for an afternoon rich with insights and inspiration. Will Gladden of Midday Studio and Peyton Squires from Eat Real led the first session, delving into the significance of purposeful branding in capturing consumer interest. Their discussion underscored the power of authentic storytelling in building brand loyalty, with some great tangible takeaways for food and drink businesses.
Following this, Alex Larter of Tastebuds Collective shared expertise on grassroots food branding, guiding attendees through the journey of developing a brand from the ground up, or the importance of sometimes beginning again. This session provided practical strategies for small producers aiming to carve out a unique space in a competitive market. Alex was able to discuss the opportunity for food and drink businesses to receive branding support as part of a wider collaborative project with Norwich University of the Arts. Contact him if you'd like more information on this.
After a brief intermission, the event transitioned into an interactive pitching session. Participants presented their brands to a panel of experts, including Dan of YALM Food Hall, Peyton from Eat Real, Steven from Bread Source, Hannah of Farmyard and Mark from Norfolk Deli. This segment offered invaluable feedback, fostering a collaborative environment where ideas flourished.
Those pitching were: Crumpetorium, Risky Biscuits, Vida Vodka, the Kraken Bakes, Goodery, Club Cultured, among three fantastic start-ups. The winner of the pitching sessions was Helen at SUCSEED, whom has won a 1:1 consult with Will from Midday Studio and a pitch to a buyer at Jarrolds.
Post-event, attendees mingled, forging new connections and discussing potential collaborations. The success of "Shelf-life" not only showcased the vibrant food and drink community in Norwich but also reinforced the impact of collective efforts in driving industry growth. With many of the pitchers having secondary meetings with buyers from the panel, Tastebuds received over 20 collaborations from this event alone. This will definitely be an annual collaborative event.
Tastebuds Collective and Brandland extend their heartfelt gratitude to Connected Innovation for their sponsorship and to all participants who contributed to making the event memorable. The enthusiasm and engagement displayed promise a bright future for upcoming collaborations and events.
For those who couldn't attend, stay tuned for future events and opportunities to engage with the community. You can click here to follow our Eventbrite to stay up to date. Together, we're shaping the future of food and drink innovation.
